CX Decoded is our semi-monthly podcast designed to deliver insight from leaders in the customer experience and marketing industries.
Each episode is designed to help you better understand the customer experience and the value it can add to your customers’ lives.
Marketing and Customer Experience in the Metaverse
The metaverse is certainly all the rage in 2022. Facebook changed its name to reflect this future of digital, after all, and all things digital starts with Facebook. Ok, maybe not so much.
Some are even talking trillions when considering the potential of the metaverse, where physical and digital worlds combine to support an alternate reality to life on the actual planet Earth. Instead, in this next iteration of the internet, life will exist in the world of augmented and virtual reality where dialogue, games, commerce and business is conducted in this alternate reality. The market opportunity for the metaverse ranges from $3.75 trillion to $12.46 trillion, depending on the share of the digital economy that shifts to the metaverse and market expansion, according to Statista reporting.
What does this all mean for the world of marketing and customer experience professionals? What are the opportunities for customer experience design and brands who want to stay connected to their customers — whether they live on the actual Earth or in the metaverse?
CX Decoded caught up with, Dirk Lueth, co-founder of Uplandme, Inc., a Metaverse provider. Lueth, an entrepreneur and early adopter of metaverse and blockchain technologies will share his thoughts on the Metaverse and where the potential opportunities lie.
Marketing in a Web3 World
According to Deloitte, 88% of senior executives think that blockchain technology will eventually achieve mainstream adoption. Worldwide spending on blockchain solutions is forecast to top $17.9 billion by 2024 and will grow at a compound annual growth rate (CAGR) of 46.4%, according to data from IDC. With that said, we’re seeing a lot of hype around the evolution of Web3 and how Web 2.0 will be a distant memory.
So how do you sort the truth from the hype?
In this episode of CX Decoded, Travis Wright, devout follower of blockchain, NFTs and the intersection of Web3 and marketing and the co-host of the Bad Crypto podcast join Dom and Rich to spotlight the practical applications of blockchain and Web3 as well as, what marketers need to understand, as we get ready to usher in Web3.
Building a Customer-Centric Approach in B2B
In 2021, 44.5% of organizations worldwide revealed that they perceive customer experience (CX) as a primary competitive differentiator. But are they really customer-centric? Are they building out experiences with that central focus on customers?
Debbie Qaqish watches these company trends in how they treat customer experience closely. The principal and chief strategy officer with the Pedowitz Group authored the book From Backroom To Boardroom: Earn Your Seat With Strategic Marketing Operations. She helps companies reimagine and rearchitect the role of marketing to drive revenue, growth, customer centricity and digital transformation.
Qaqish lays claim to the term “revenue marketing” in 2011 and six years ago, she shifted her focus to marketing operations as the enabler for how marketing gains that seat at the table.
CX Decoded Podcast co-hosts Rich Hein, CMSWire editor-in-chief, and Dom Nicastro, CMSWire managing editor, caught up with Qaqish to discuss customer-centricity in the latest edition of CX Decoded.
Laser-Focus on the Right CX Metrics for Success
Sean Albertson, head of client experience measurement and analytics with Charles Schwab, began his CX journey on the front lines in contact centers in the mid-1990s. He managed service teams, quality and training programs, and created knowledge management tools early in his career.
Moving into this century, Albertson began to place a focus on surveys, analytics and market research. He continued to expand his influence through the early 2000s to improve customers’ experiences in roles across marketing, product and pricing, and even spent some time in IT translating CX concepts into technology and digital solutions.
Albertson caught up with CMSWire Editor-in-Chief Rich Hein and Managing Editor Dom Nicastro of CMSWire's CX Decoded to discuss his approach to measuring CX success.
Amex CX Teams Take Customer Listening to Next Level
Customer experience professionals often turn to surveys to measure customer feedback. But what are your surveys telling you? Multiple-choice answers provide data, for sure, especially when scaling feedback from hundreds of customers.
But do you know how customers truly feel when they leave an interaction with your brand, no matter the channel? Luis Angel-Lalanne, vice president, Customer Voice for the Global Services Group at American Express, told CMSWire in the latest episode of CMSWire's CX Decoded podcast that his teams are undergoing a transformation in how they measure customer sentiment.
The gist: They've gone from transactional surveys to driven by modeled sentiment using Natural Language Processing and machine learning. Angel-Lalanne said this now serves as the scorecard metric for the financial giant’s front-line care professionals.
Angel-Lalanne discussed this and other insights on how his teams at American Express view customer experience and Voice of the Customer (VoC). He joined CMSWire Editor-in-Chief Rich Hein and Managing Editor Dom Nicastro in this episode of CX Decoded.
Connecting Customer Experience With Employee Experience
According to the CMSWire State of Digital Customer Experience 2021 report, there is a growing body of research and anecdotal evidence to suggest the positive impact good employee experience (EX) has on customer experience, particularly in high-touch sectors.
Around three quarters of respondents view digital employee experience as being “very important” or “moderately important” for digital customer experience, but this rises significantly to 91% for respondents with tools “working well," according to CMSWire researchers.
Enter Katrina Taylor, who is living this reality day to day in her role as head of user experience and product design at Armoire, which provides shoppers with opportunities to rent clothes and personalized their closets from designer brands. Taylor is not only laser-focused on creating digital customer experiences for visitors seeking new outfits but also closely watches the connection between customer experience and employee experience.
CX Decoded hosts, Rich Hein and Dom Nicastro, caught up with Katrina to discuss this vision and how she and her teams apply it into a practical reality.